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 Social Responsibility 

"Why Not" Florida DBPR Video Competition

For the third year, The Charmer Sunbelt Group sponsored the Florida Department of Business and Professional Regulation “Why Not” video competition. The “Why Not” video contest allows students to tell, through a personal video, why they chose not to make alcohol a part of their Spring Break. The winners received gift cards from Best Buy.

Since 2007, CSG/Premier Beverage has partnered with the Florida Division on Alcoholic Beverages and Tobacco to host seminars on how to prevent underage drinking to Florida licensees.

Forging Relationships With Our Regulators

In an industry first, CSG/Premier Beverage was invited by the Division of Alcoholic Beverages and Tobacco to present best practices during their internal training, in support of Florida's Zero Tolerance for underage drinking. As a result of these successful sessions, the division has invited CSG/Premier Beverage to collaborate on future projects.

Responsibility Trucks

To deliver the message of responsibility across the communities we serve, Premier Beverage dedicates a significant portion of our delivery fleet to this cause. Our trucks carry the messages: "Make Responsibility a Family Matter" and "Support Zero Tolerance for Underage Drinking and Drunk Driving." 

Engaging our Public Officials: Public Service Announcements

The Charmer Sunbelt Group has created public service announcements focused on responsibility. In order to effectively deliver this message we have engaged leaders from government and politics to join Bob Drinon, Premier Beverage's president, in recording these messages. These messages have aired on Florida's major radio stations statewide during the holidays, Spring Break and fall, generating over 1.7 million impressions that reached consumers across the state.

Tailgaters Urging Responsibility and Fun: TURF

In one of the most high-profile and effective endeavors, CSG has recently created Tailgaters Urging Responsibility and Fun, or TURF, a multifaceted program to raise awareness of responsible alcohol consumption surrounding the time-honored tradition of pregame tailgating.

Partnering with CBS Radio, CSG/Premier Beverage secured legendary NFL quarterback and CBS broadcaster Boomer Esiason as the national spokesperson for TURF. CSG's TURF project includes media messages; a satellite media tour to provide information to local media markets; and a dedicated website, www.turfzone.org, which offers tips on responsible tailgating. The campaign reached millions of people in Florida during the football season in key markets of South Florida, Tampa and Jacksonville.

What Is TURF?

  • An initiative to support responsible tailgating, TURF stands for Tailgaters Urging Responsibility and Fun. It's a responsible tailgating awareness program in partnership with The Charmer Sunbelt Group,  CBS Radio, Brown Forman, and Diageo.
  • TURF builds partnerships with the spirits and wine industry that includes government officials, law enforcement, regulators, legislators, community leaders, professional and college sports teams, licensees, and fans.

TURF Objectives

  • Encourage responsible drinking before (tailgating) and during sporting events.
  • Support strict enforcement and zero tolerance for consumption of beverage alcohol for anyone under age 21.
  • Gain support of key stakeholders to promote responsible consumption
  • Demonstrate how responsible consumption can enhance the game experience and support our communities
  • Partner with on- and off-premise licensees to showcase responsible sales and consumption of beverage alcohol.

Key Stakeholders Behind TURF

  • The Charmer Sunbelt Group
  • CBS Radio
  • Brown Forman
  • Diageo NA
  • On- and off-premise outlets